"Alphabet's Google is seeking to avoid a forced sale of part of its online advertising business in its latest face-off with US antitrust enforcers that began on Monday, September 22, in Alexandria, Virginia. The trial is the government's next best shot at curbing what a judge has ruled is Google's monopoly power, after losing a separate bid to make Google sell its Chrome browser earlier this month."
"The US Department of Justice and a coalition of states are trying to make Google sell its ad exchange, AdX, where online publishers pay Google a 20% fee to sell ads in auctions that happen instantly when users load websites. The government is also seeking to require Google to make the mechanism that decides the winner of those auctions open source."
A federal trial in Alexandria, Virginia began on September 22 to determine remedies after a judge found Google illegally tied its ad exchange to a publisher ad server. The Department of Justice and a coalition of states seek a sale of Google’s AdX and require the auction-winning mechanism to be open source to restore competition. Publishers pay a roughly 20% fee on AdX auctions that run instantly when pages load. DOJ counsel argued a sale is necessary to prevent Google from recreating the tie. Google called the proposals radical and warned of excessive government control.
Read at RAPPLER
Unable to calculate read time
Collection
[
|
...
]